Selling cheap boxers to people who’d otherwise buy Calvin Klein.
Fruit of the Loom needed a marketing campaign for their no-rise boxer brief.
These bad boys are designed to stay put on your leg no matter what.
After several painful minutes of conceptualizing, we had a breakthrough.
... see-through pants.
We began prototyping our vision.
You can’t just dump a fashion trend on the world, you need a charismatic vessel to usher in the style.
While Fruit of the Loom is the pinnacle of fashion in Bowling Green, KY, the person to deliver this must be able to reach audiences from from Milan to Hong Kong.
Meet Frank La Rant.
Fashion Week - SoHo, NYC.
We launched our campaign late 2015. Now I'm not going to explicitly say we inspired this,
but I will point out that this image was taken months later in 2016.
Targeted advertisements for boxer briefs haunt my algorithm online to this day.
Agency : Crispin Porter & Bogusky
Executive Creative Director : Ralph Watson
Creative Directors : Mona Hasan, Nick Buckingham
Art Direction : Brandon Locke
Copywriter : Kelsey Fritz